下面是小编为大家整理的2020年第三季度客户参与报告（全文完整）,供大家参考。
3 EXECUTIVE
SUMMAR Y
4 INSIGHT S
19
D A T A -DRIVEN
EXPERIENCES: RELE V ANT
TIME
VERSUS
REAL
TIME
23
PL A TFORM
FIRS T ,
NO T
PL A TFORM ON L Y :
GRO WING
PL A TFORM
US A GE T O
ENHANCE
Y OUR
C A P ABILITIES AND
RETURNS
26
C A SE
S TUDIES
30
METHODOL OG Y
T ABLE
OF
CONTENTS
As
CO VID-19
relentlessly
impacts
organizations
and
consumers
into
the
second
half
of
2020 ,
mark eters
are continuing
to
evolve
how
they
deliver
consumer
e xperiences.
As
consumers
become
increasingly
digital
and demand
timelier
and
more
relevant
brand
interactions,
the
need
for
modern
mark eting
technology
powered by
first-party
data
has
grown.
A
modern
platform
allows
brands
to
adjust
to
the
speed
of
today’ s
business,
meet
consumers’
ever-changing demands,
as
well
as
fail
fast
to
learn
and
optimize
even
faster .
P ast
Merkle
Customer
Engagement
R eports e xplored
the
fundamental
concepts
behind
the
modern
platform:
cloud
technology ,
operationalizing
data, customer
journeys,
multi-channel
marketing,
automation
and
efficiency ,
identity ,
organizational
change ,
and measurement
acceleration.
In
the
following
pages,
we
dive
further
into
concepts
that
fuel
the
modern
platform.
W e
e xplore
the
importance of
relevant
time
and
the
hurdles
to
solve
in
order
to
mak e
this
a
reality .
Our
research
found
that
only
26 percent
of
mark eters
say
they
have
a
distributed
streaming
platform
to
leverage
real-time
data
throughout
the enterprise ,
yet
90
percent
acknowledge
its
importance
in
delivering
the
customer
e xperience .
W e
also
discuss
the
idea
of
the
platform-first
mentality .
Our
survey
this
quarter
reflects
a
change
in
mark eter purchase
behavior
with
most
now
buying
best-of-breed
products
and
considering
custom
builds
rather
than off-the-shelf
technology .
As
mark eters
continue
buying
and
integrating
platforms
within
their
customized mark eting
technology
stack,
we
are
advising
customers
to
follow
a
“platform-first, ”
not
“platform-only” approach.
The
case
studies
featured
in
this
issue
e xplore
how
a
national
paint
retailer
developed
a
modern
mark eting platform,
including
a
360-degree
view
of
the
customer ,
complete
with
rich
third-party
data
appended.
The platform
included
a
customer
database
that
track ed
both
B2B
and
B2C
engagements
with
the
brand
including transactional,
digital,
and
personal
contacts,
both
inbound
and
outbound.
W e
also
reveal
how
a
national
bank leveraged
real-time
decisioning,
orchestrated
in
an
omni-channel
environment,
to
build
a
comple x
set
of customer
interactions
over
time
and
touchpoints.
W e
hope
that
our
collection
of
research-based
reports
provides
you
with
rich
information
and
e xamples
to help
you
mak e
better
business
decisions
on
your
journey
to
deliver
the
total
customer
e xperience
throughout the
year .
W e
look
forward
to
continually
bringing
you
valuable
insights
each
quarter
as
we
e xpand
on
the modern
mark eting
platform.
Best,
Craig
Dempster
EXECUTIVE
SUMMAR Y
For
a
successful
marketing
strategy ,
you
need
a
successful
data
strategy .
Meet the
“modern
platform ”
In
this
report
we
e xplore
the
modern
platform:
how
it
is
implemented
and
how mark eters
feel
their
platforms
deliver
engaging
customer
e xperiences.
In
addition,
we e xplore
the
balance
of
real-time
versus
relevant-time
applications
of
data.
Our
research shows
that
mark eters
are
generally
happy
with
their
platforms,
but
many
may
not
be using
them
to
their
full
potential.
Also ,
most
realize
the
significance
of
real-time
data, but
fewer
put
it
into
practice
today .
MARKETERS
PLEA SED
WITH
TECH-ENABLED
EXPERIENCES
In
the
ever-changing
quest
to
provide
customers
with
e x ceptional
e xperiences,
mark eters
need
to
find
the right
technology
to
deliver
on
these
e xpectations.
Our
findings
show
overwhelming
positivity
in
the
market in
both
enabling
e xperience
and
delivering
ROI.
When
ask ed
to
rate
their
platform
on
a
scale
of
one
to
five , 89
percent
of
respondents
chose
a
four
or
a
five ,
saying
their
current
martech
enables
an
omni-channel e xperience
for
their
customers.
This
positivity
is
most
evident
among
respondents
in
the
travel,
media,
and entertainment
(TM&E)
and
retail
and
consumer
packaged
goods
sectors,
who
selected
these
options
93 percent
and
89
percent
of
the
time ,
respectively .
Mark eters
were
also
ask ed
how
their
recent
technology
purchases
have
met
their
needs
both
generally and
from
an
ROI
perspective .
Overall,
88
percent
of
respondents
have
a
positive
view
of
their
most
recent integration,
with
78
percent
saying
they
are
getting
the
e xpected
ROI
from
the
platform.
More
specifically ,
respondents
were
ask ed
to
rate
their
platform ’ s
ROI
delivery
on
a
scale
of
one
to
five ,
with 40
percent
choosing
four
and
another
38
percent
choosing
five .
As
we
investigate
these
numbers
further , we
start
to
see
a
disconnect
with
mark eters
who
are
happy
with
their
purchase ,
but
may
not
be
getting everything
out
of
their
current
platforms.
Say
current martech enables omni-channel
experience Say
most
recent technology purchase
met their
needs Say
current platform is
delivering
expected ROI
INSIGHTS
1
2
3
4
5
*T ravel,
Media,
&
Entertainment
W e
can
find
deeper
insights
into
mark eters ’
feelings
around
their
mark eting
technology
by
looking
at
the answers
brok en
down
by
industry
and
company
size
(here
displayed
as
annual
revenue).
Above ,
we
see some
industries,
such
as
TM&E
and
retail
and
consumer
packaged
goods,
with
around
90
percent
or
more choosing
four
or
five .
On
the
other
end,
just
71
percent
of
nonprofit
mark eters
selected
four
or
five ,
with another
29
percent
choosing
three .
Below ,
we
can
see
higher
revenue
companies
reporting
that
their
platforms
provide
e xpected
ROI
more frequently
than
lower
revenue
companies.
These
findings
reiterate
top
pandemic
pain
points
reported
in our
previous
CO VID-1 9
specia l
editio n
report :
mark eters
struggle
with
having
data
in
too
many
places
to
be useful
and
not
using
their
data
to
its
full
potential.
Platform
ROI
by
Company
R evenue
1
2
3
4
5
$100M-$499M $500M-$999M
$1
billion
or
more
44%
45%
44%
36%
37%
30%
23%
16%
12%
5%
1%
1%
3%
2%
3%
Financial TM&E*
R etail
Consumer
Goods Insurance
High-Tech Other Health
Nonprofit
55%
Current
Martech
Enables
Omni-Channel
Experience
By
Industry
57%
29%
47%
18%
3%36%
14%
14%
42%
11%
5%
46%
11%
52%
41%
7%
49%
13%
39%
2%14%
52%
36%
38%
42%
43%
MODERNIZING
TECHNOLOG Y
WITH
CUST OM PLA TFORMS
Our
research
also
aimed
to
set
some
baselines
for
mark eting
technology
adoption.
R espondents
were ask ed
to
report
on
their
current
martech
situation,
with
68
percent
stating
the
need
to
build
a
custom platform.
68%
What
is
your
current
martech
situation ?
W e need
to
build
a custom
platform
W e ’re
working
with the
technology
we already
have
W e have
too
much technology
W e need
to
invest in
technology platforms
Other
Below ,
the
nonprofit
group
overwhelmingly
states
the
need
to
build
a
custom
platform
at
86
percent
of respondents,
hinting
at
a
different
tech
need
altogether
for
nonprofit
marketers.
A t
a
rate
of
37
percent, insurance
mark eters
e xpress
the
need
to
invest
in
tech
platforms
more
than
other
groups,
supporting
a finding
in
our
recent
CO VID-1 9
specia l
editio n
report
that
90
percent
of
insurance
mark eters
have
been accelerating
customer-centric
martech
projects
over
the
past
few
months.
Current
Mar Tech
Situation
By
Industry
Nonprofit Health
R etail
Consumer
Goods Financial
TM&E* High-Tech Other Insurance
W e need
to
build
a
custom
platform
W e have
too
much
technology
W e ’re
working
with
the
technology
we
already
have
W e need
to
invest
in
technology
platforms Other
*T ravel,
Media,
&
Entertainment
46%
43%
19%
.25 %
47%
35%
71%
15%
44%
44%
67%
37%
53%
37%
53%
7%
7%
43%
21%
57%
25%
48%
46%
66%
21%
49%
48%
68%
13%
41%
43%
70%
14%
14%
20%
86%
15%
When
ask ed
to
pick
reasons
why
they
are
investing
in
martech,
most
respondents
indicated
a
desire
to accelerate
digital
transformation
and
modernize
technology
as
their
primary
considerations.
Interestingly ,
just 1
percent
of
respondents
are
not
investing
in
technology ,
which
does
not
appear
congruent
with
the
high rate
of
satisfaction
previously
reported.
Below
we
see
the
industry
break down
for
martech
investment
considerations.
High-tech
and
nonprofit groups
show
the
highest
response
for
“ Accelerate
digital
transformation, ”
while
the
insurance
group
chose “Modernize
technology”
the
most,
at
74
percent.
These
numbers
support
our
CO VID-1 9
specia l
report findings
that
52
percent
of
mark eters
are
accelerating
customer-centric
martech
projects
and
50
percent
are also
trying
new
mark eting
technologies
and
features
during
the
pandemic
to
meet
consumer
demands.
Martech
Investment
Considerations
By
Industry
High-Tech
71%
66%
65%
61%
Nonprofit
71%
57%
29%
57%
R etail
Consumer
Goods
70%
70%
64...